Publication:

臺灣私人企業贊助舞蹈演出團體動機與決策模式個案研究

本研究以曾贊助舞蹈演出團體且獲頒文馨獎的企業為研究主體，並從中挑選曾連續五年贊助舞蹈演出團體的永齡教育慈善基金會為研究對象。本研究採個案研究法以深度訪談方式進行，研究目的旨在了解企業贊助舞蹈演出團體的動機、影響考量因素與決策模式。研究發現，（一）永齡教育慈善基金會贊助舞蹈演出團體的動機兼具利他性動機、利己性動機與企業社會責任，（二）舞蹈演出團體的知名度、國際視野、國際市場及演出節目是否能雅俗共賞等皆為影響考量贊助的因素，（三）贊助的決策為權變性決策模式，創辦人或董事長擁有最終的決策權，決策程序快且短；基金會的贊助會因應公司的政策而所變動。

The main purpose of this research was to examine the motivation,effects,decision model of the private sponsorship. The result will offer insight and a guideline to provide the professional dance group of support relationship and with the way of support. To achieve the goal researcher goes through case interview by choosing one company that won the Wenxin Award and also sponsored professional dance group for five years,examing their motivation, effects, and decision model. There are characteristics of motivation,effects,decision model.

1)The motivation of the foundation were self-interest, altruism,social responsibility

2)The effects of the foundation were famous,ineternational marketing,international perspectives,rehersals

3)The chairman of the foundation making final decision